China’s Q2 2025 business travel market shows steady domestic strength and selective outbound recovery. TMCs cite corporate performance as the top demand driver (4.12/5), but 86% face client budget cuts, pressuring pricing and volumes. Outbound travel grew for 21.12% of travellers, led by foreign firms, while strategic shifts, revenue declines, and policy guidance drove reductions. Location (64.4%) and brand (53.49%) dominate hotel choices; smart hotels remain niche (22.32%).

China’s high-net-worth individuals (HNWIs) remain a formidable yet evolving consumer force. Despite a slight decline to 5.13 million households in 2024, their spending power is resilient—48% spend RMB 30,000–69,999 monthly, with 15% exceeding RMB 70,000. Eighty-three per cent seek “consumption upgrading”, balancing exclusivity with low-key discretion. While 77% value luxury as a status marker, many are open to premium domestic alternatives. Travel preferences prioritise safet

China’s fragrance market is evolving rapidly, revealing distinct differences between lower-tier city consumers and CS (Cosmetic Store) channel shoppers. Women dominate nationwide, yet men’s interest is growing in lower-tier markets. Younger consumers are more exploratory, while higher-tier shoppers use fragrance daily and favour international luxury and niche labels. CS channel shoppers stand out for their adaptability, deeper emotional connection to scent, and openness to do

Reverse Travel for a Relaxed Summer More travellers are choosing “reverse tourism” to avoid crowds, embracing laid-back trips like drifting without paddling, bungee jumping, county-town escapes, and self-drive camping.

China’s internet marketing landscape is undergoing structural transformation—driven by policy direction, AI innovation, and a digitally fluent consumer base. With advertising spend projected to reach 1.49 trillion RMB by 2026 and short video emerging as a dominant format, the shift from functional messaging to emotionally intelligent, AI-powered marketing is accelerating. Brands must adapt to a new paradigm where relevance, creativity, and personalised experience define engag

China’s baijiu industry in 2025 is transitioning from rapid expansion to strategic consolidation, driven by policy tightening, economic caution, and evolving consumer habits. While leading brands maintain steady growth through scale and digital control, regional and mid-tier players face shrinking margins and weakening demand. E-commerce platforms like JD.com, Tmall, and Douyin are emerging as key battlegrounds. Advertising is shifting toward national media like CCTV and imme

In recent years, a fascinating trend has emerged among young Chinese individuals, especially recent university graduates: the growing popularity of cruise journeys to destinations like Vietnam and Japan. These sea voyages are increasingly seen not just as holidays, but as a significant “rite of passage” a symbolic transition into adulthood. This article explores the reasons behind this burgeoning phenomenon and its implications for the travel industry.

South Korea is ready to roll out the welcome mat for Chinese tour groups this fall. Starting September 29 and running through June 30, next year, Chinese visitors traveling in organized groups will no longer need a visa to enter the country, the prime minister’s office announced on Wednesday.

In 2025, China’s households with children aged 0 to 18 are setting the pace for digital consumption. With 362 million monthly active users and steadily increasing engagement, these families, led by digitally savvy Gen Z parents, are reshaping how value, quality and experience converge online. Their preferences strongly favour KOL content, short video, scenario-based shopping and emotionally resonant experiences. From upgrading grocery choices to embracing edutainment apps and